Ruby's Inn, Part 3

Part
01
of three
Part
01

Ruby's Inn, Part 3

The three additional competitors to Ruby's Inn include The Lodge at Bryce Canyon, Majestic View Lodge, and Goulding's Mountain View. They each have an annual visitor count of 28,328; 17,659; and 15,868 respectively. The related data is presented in the attached spreadsheet.


THREE ADDITIONAL COMPETITORS TO RUBY'S INN

1. The Lodge at Bryce Canyon

  • The Lodge is located in Bryce Canyon City, Washington County, Utah.
  • It has a total of 114 rooms.
  • The annual occupancy rate in Washington County is found to be 70.12%.
  • Its annual visitor count is calculated to be 29,177.

2. Majestic View Lodge

  • The Lodge is located in Bryce Canyon City, Washington County, Utah.
  • It has a total of 69 rooms.
  • The annual occupancy rate in Washington County is found to be 70.12%.
  • Its annual visitor count is calculated to be 17,659.

3. Goulding's Mountain Valley

  • The Lodge is located in Oljato-Monument Valley, San Juan County, Utah.
  • It has a total of 62 rooms.
  • The annual occupancy rate in Garfield-San Juan-Wayne Counties is found to be 70.76%.
  • Its annual visitor count is calculated to be 16,013.


RESEARCH STRATEGY

While searching for competitors of Ruby's Inn in South Utah, we encountered many resorts, inns, and lodges; however, most of them were very small, with few amenities, and many were without an individual website. We found Majestic View Lodge and The Lodge at Bryce Canyon, which compared adequately to Ruby's Inn, in terms of the offered services and amenities. As suggested, we checked the website of Goulding's Lodge, and found that it does have similar features and amenities to that of Ruby's Inn. We have, therefore included it in our final research.

To find annual visitors count, we found an annual occupancy rate from the Utah Tourism. We multiplied the occupancy rate with 365 and number of rooms in the Inn/Lodge/Resort and extrapolated the annual visitor count.


Calculations

  • The Lodge at Bryce Canyon114 (Number of Rooms) x 365 (Number of days in a year) x 70.12% (County's average occupancy rate %) = 29,177 annual visitors
  • Majestic View Lodge69 (Number of Rooms) x 365 (Number of days in a year) x 70.12% (County's average occupancy rate %) = 17,659 annual visitors
  • Goulding's Lodge62 (Number of Rooms) x 365 (Number of days in a year) x 70.76% (County's average occupancy rate %) = 16,013 annual visitors
Part
02
of three
Part
02

Ruby's Inn, Part 4

Some differentiators of The Lodge at Bryce Canyon are its non-smoking hotel and non-smoking rooms, free parking, and free internet, while that of Majestic View Lodge are its refrigerator, flat-screen TV, complimentary room coffee, pub & eatery, Freetown shuttle access, complimentary parking, and air conditioning, amongst others. Goulding's Monument Valley differs from Ruby's Inn by its suites (Queens room, one-bedroom villa with kitchenette, two-bedroom apartment). This spreadsheet provides further details of our findings.

THE LODGE AT BRYCE CANYON

REVIEWS
  • “The location is great. I got an early start on Angels landing and the Narrows. Lots of wildlife. The cabins were spacious and had a little kitchen area away from the toilet and shower. Only minus was the AC during day, it barely the room cool. At night that wasn't an issue. We would stay there again.”
  • “We stayed in a Western Cabin, family of 4 (kids age 11 &13). We were comfortable in the charming well-kept cabin. There was a full bath +separate large open closet w/o a sink it.... Also, a nice table for eating & microwave & mini fridge & coffee maker. My only complaint is that there were no bars of soap provided, just liquid hand soap at the sink & shower gel in the bathtub/shower.... These were very nice for national park accommodations, with charm & needed modern amenities & 100 yards from Bryce Canyon view points! Can't beat it! Definitely recommend”
  • “Before providing a review of the room, I want to thank the staff for finding a phone charger and cable I left behind and sending it to me at the Lodge's expense. This was really above and beyond....we were within walking distance of the trails was icing on the cake... All the staff were very friendly and helpful.”
  • “The lodge western cabins were very nice and well located... The cabin was 10 mins walk to sunrise point and 5 mins from sunset point with other trails right in front of you. Enjoyed the stay in cabin. The restaurant food was okay but the portion sizes crazy large”
  • “The balcony gave the opportunity to sit in the open air and while the canyon was out of sight, the woods leading up to it were pretty, and peaceful.”
VISITOR DEMOGRAPHICS
  • Personal — The average age of people visiting The Lodge at Bryce Canyon is 44 years, with an average annual income of $82,400. 42% of the visitors are male, and 71% are married.
  • Ethnicity — 90% of the visitors at The Lodge at Bryce Canyon are Caucasian, 1% are African American, and 6% are Hispanic.
  • Household Composition — 11% of the visitors stay alone, 37% of the households comprise two people, and 53% consists of three or more people.
DIFFERENTIATORS/SPECIAL ATTRACTIONS
  • Some differentiators at The Lodge at Bryce Canyon include that it is a non-smoking hotel with 114 non-smoking rooms, free parking and free internet, public WiFi, and private balconies.
  • The resort also has a restaurant where breakfast can be ordered, as well as refrigerators to ensure chilled drinks.

MAJESTIC VIEW LODGE

REVIEWS
  • “...the pros: Nice views (they weren't kidding with the name), Reasonably pleasant staff, Convenient shuttle stop across the street, and ample, easy parking. The cons: Very loud (soundproofing is non-existent, especially between floors), No black-out curtains (and venetian blinds didn't close properly, allowing in way too much light), Horrible decor (ugly color scheme, dated bathrooms, and big clunky furniture made out of tree branches... enough said), Far from center of town (it's located at the very last shuttle stop), Slow WiFi, Very uncomfortable beds with scratchy sheets and hard pillows, No elevators (guests staying on upper floors should be prepared to haul bags up a few flights of stairs)...”
  • “Majestic View is a beautiful lodge... The nice size room was clean with a balcony overlooking the mountains. TWO luggage stands in the room! Lobby staff helpful, pleasant, and cheery. 24-hr complimentary coffee/tea available in lobby... On-site "museum" of taxidermy very interesting... View from restaurant amazing! Laundry facilities available. Well maintained grounds. Recommend!”
  • “Nice hotel, lovely spacious and clean bedroom and bathroom, was able to have a warm bath on a cool day. Our dinner was basic, but ok, salad, steak and dessert. I didn't hear much noise from the road outside our room, but I do wear earplugs, comfy bed.”
  • “Our room was spacious, clean and comfortable. Friendly staff. Great views from our terrace. The stop for the free shuttle into the Park is located right outside. We took a late afternoon dip in the jacuzzi with the majestic mountain view as the backdrop. Very happy with our stay.”
  • "This was a recent, spur of the moment trip and I was grateful to find this Lodge...lovely property, friendly staff, fun to walk through the museum and gift shop."
VISITOR DEMOGRAPHICS
  • Personal — The average age of people visiting Majestic View Lodge is 44 years, with an average annual income of $82,400. 42% of the visitors are male, and 71% are married.
  • Ethnicity — 90% of the visitors at Majestic View Lodge are Caucasian, 1% are African American, and 6% are Hispanic.
  • Household Composition — 11% of the visitors stay alone, 37% of the households comprise two people, and 53% consists of three or more people.
DIFFERENTIATORS/SPECIAL ATTRACTIONS
  • Some differentiators at Majestic View Lodge includes its free parking, free high-speed internet (WiFi), hot bath, restaurant, non-smoking hotel, Shops, 24-hour front desk, parking, outdoor pool, heated pool, breakfast available, self-serve, laundry, and family rooms.
  • It also features private balconies, refrigerators, flat-screen TV, complimentary coffee in room, pub & eatery on the property (beer and wine only), credit cards allowed, freetown shuttle access, complimentary parking, and air conditioning.

GOULDING'S MONUMENT VALLEY (LODGE)

REVIEWS
  • “Goulding's Lodge at Monument Valley is a great lodge to stay whilst visiting Monument Valley. The lodge has a few interesting things to look at, including a museum which costs $2-00 per person to enter, a great little gift shop, the John Wayne cabin which was used in the movie "She Wore a Yellow Ribbon" and a good restaurant as well.”
  • "We stayed in one of the Mountainside cabins. It was immaculate and well appointed with fridge-freezer, 2 TVs, 2 double beds, lounge area, nice bathroom, microwave... The Goulding’s Lodge has many amenities including a small indoor swimming pool, a museum and gift shop, tours, a fuel Station, launderette and small movie theatre showing movies featuring The Duke. There is a well-stocked and fair priced grocery and the fuel station offers take-away chicken and pizza... Would definitely stay again.
  • "We stayed in July for 1 night in one of the mini-homes (cabin) and loved it! The size was really large and there is a nice full kitchen! The staff was friendly & accommodating. The museum is very interesting! We really enjoyed our stay!
  • “6 of us stayed for 1 night in a very comfortable cabin. The cabin was clean and well presented throughout with a large fridge freezer and small kitchen area. There is also a very well-equipped grocery/convenience store a few minutes walk away...”
  • "What a great place to stay. There were lots of amenities at the Goulding’s property. The RV Park is tucked into the canyon, so no great views of Monument Valley, but it was perfect for our needs. They had an indoor pool, laundry and free showers. Also, they had free WiFi. The campground store is fully stocked, so you’ll be able to find most things there. The bathrooms and showers were clean and well maintained. There were plenty of showers, so we didn’t have a wait at all... I’d definitely stay there again.
VISITOR DEMOGRAPHICS
  • Personal — The average age of people visiting The Lodge at Bryce Canyon is 44 years, with an average annual income of $82,400. 42% of the visitors are male, and 71% are married.
  • Ethnicity — 90% of the visitors at The Lodge at Bryce Canyon are Caucasian, 1% are African American, and 6% are Hispanic.
  • Household Composition — 11% of the visitors stay alone, 37% of the households comprise two people, and 53% consists of three or more people.
DIFFERENTIATORS/SPECIAL ATTRACTIONS
  • Goulding's Monument Valley is a non-smoking hotel which features free parking, free internet, heated pool, restaurant, pets allowed, WiFi, self-serve laundry, housekeeping, flat-screen TV, and air conditioning.
  • Other features at the resort include private balconies, laundry service, non-smoking rooms, suites (Queens room, one-bedroom villa with kitchenette, two-bedroom apartments).

RESEARCH STRATEGY

We began this research by looking through the company websites of The Lodge at Bryce Canyon, Majestic View Lodge, and Goulding's Monument Valley to determine the differentiators, unique attractions, and amenities offered by these lodges which sets them apart from Ruby's Inn. This search provided information about the services and attractions of these lodges. We continued the research by looking at survey sites such as TripAdvisor, among others, for reviews and comments from visitors who have visited The Lodge at Bryce Canyon, Majestic View Lodge, and Goulding's Monument Valley. We leveraged the information we found on TripAdvisor, and we were able to provide comments, reviews, and perceptions of visitors who have visited these lodges.
However, we could not find information about the demographics of visitors in areas around The Lodge at Bryce Canyon, Majestic View Lodge, and Goulding's Monument Valley. Our first strategy to find this Information was to search the city and county websites to look for visitors demographics for these areas as this was the best place to provide information on the demographics of visitors. This search was not as successful as we could not identify any information on the demographics of visitors for the areas. Information found here where on the attractions, population, maps of the cities and counties, among others.
Next, we proceeded to look for this information in local news and media publications. Since we could not locate any data about the demographics of the visitors on the city's websites, we felt that this data could have been published in local media and news articles. However, our search on this database was not successful as this search yielded only information about the parks and attractions, rankings of the parks, and the number of visitors who visited the parks in Utah.
Furthermore, we broadened the scope of our research by leveraging information on research databases, reports, and survey sites to try to identify the demographics of visitors in the city or county. Here, our search efforts provided us with precompiled lists of visitors for some parks in Utah such the Grand Canyon National Park, Zion National Park and Monument Valley Tribal Park which are close to these lodges but they were all outdated and did not meet Wonder's time of publication standards. We also found a precompiled list of the age, gender, income, and ethnicity among others of visitors in Utah in the Utah TravelTak America visitor profile report & insights. We went ahead to provide this information as the best possible data we could find relating to the search on visitors demographics.
From the above strategies, we were able to provide perceptions, reviews, comments, and the unique attractions of The Lodge at Bryce Canyon, Majestic view lodge, and Goulding's Monument Valley and visitors demographics for Utah. We have entered this information into this attached spreadsheet document.

Part
03
of three
Part
03

Ruby's Inn, Part 5

An overview of digital marketing tactics of three of Ruby's Inn competitors, The Lodge at Bryce Canyon, Majestic View Lodge, and Goulding's Monument Valley is provided in rows 9-10, columns F-H of the attached spreadsheet.

THE LODGE AT BRYCE CANYON

  • The Lodge at Bryce Canyon's digital marketing tactics include collaboration with artists and media organizations, building relationship with travel bloggers and photographers, and using Facebook as well as Twitter for promotions.
  • Their tagline is "Hoodoos Await."
  • The Lodge promotes their accommodations near the national park through featured posts from partners such as GORP.com, National Geographic and TravelAgeWest.
  • It also encourages visitors to take and post photographs of the national park, which it features in its social media channels.

SOCIAL MEDIA

MESSAGING

MAJESTIC VIEW LODGE


SOCIAL MEDIA

GOULDING'S MONUMENT VALLEY

  • Goulding's Lodge Monument Valley's digital marketing tactics include collaboration with social media influencers and travel photographers, using posters and brochures for packages and deals both on-site and on social media, and uploading video tours of its facilities and amenities

  • MARKETING CHANNELS

    RESEARCH STRATEGY

    To provide an overview of three of Ruby Inn's competitors' digital advertising, we looked at their corporate websites, social media channels and any available information from business intelligence tools online. While we were able to gather plenty of information from the competitors' corporate websites and different social media pages, we did not find any publicly available information for their internal advertising strategy such as pay per click, display/banner ads, and others.

    Research began through annual reports and press releases from their corporate websites, as these may contain a breakdown of advertising spend. None of the competitors published these documents on their websites, which are primarily destination websites. All the competitors are also private or family-owned companies, thus, it is rare their financials are made public. In addition, online tools were used to possibly aggregate these companies' advertising creatives as well as their types, such as MOAT.com. None of these companies had a profile on MOAT nor returned public results about their advertising strategy and description. Third, we searched for any mention of the companies advertising agencies' testimonials or case studies, as these may provide information on type of ads. We found no mention of the companies in any case study or advertising agency testimonial. Most of the results outside their corporate website and social media pages were booking websites with no advertising information, only listings.
    Sources
    Sources

    From Part 03
    Quotes
    • "HOODOOS AWAIT."
    • "Head out to Bryce Canyon for your next summer vacation and lodge with us at The Lodge at Bryce Canyon, the only lodging within the national park. "
    • "With a variety of lodging opportunities available at our historic lodge along with amazing views of the hoodoos, a trip to Bryce Canyon is a once in a lifetime experience. "
    • " If you're only visiting for the day be sure to stop in our gift shop or grab a bite to eat in the Lodge restaurant or Valhalla Pizzeria."
    Quotes
    • "History of Bryce Canyon: The rugged topography of the Bryce Canyon area in southern Utah was an obstacle to early European-American explorers and settlers; however, this topography began to attract the attention of American scientists during the 1870s. "
    • "What is a Hoodoo? Hoodoos are tall skinny spires of rock that protrude from the bottom of arid basins and "broken" lands. "
    • "If you are interested in learning more about the geology of Bryce Canyon National Park, please visit the National Park Service website where they also talk about the other National Parks that surround the area. "
    Quotes
    • "Tune into Letterman tonight to see the PianoGuys and hear about their new video filmed in Bryce Canyon!"
    • "So excited about the #EscalanteCanyonsArtFestival! The Lodge is less than one hour away. Take in #BryceCanyon and world-class painting."
    • "We have lots of rooms starting mid-October...plan a national park road trip to the most breathtaking places on the planet! #BryceCanyon"
    • "Wow! We are National Geographic's Photo of the Day! #BryceCanyon #Sunrise #Utah #LodgeBryceCanyon"
    • "We LOVE travel bloggers, especially when they take such amazing photos. Send us your pictures of BryceCanyon! http://fb.me/1m9zjbjJ0"
    • "Coming up...the Escalante Canyons Marathon! Stay with us to be right on the doorstep of this event."
    Quotes
    • "2013 Is upon us Snow on the Hoodoos's this morning!!! Lodge opens back up on March 29th. Come one come all!!"
    • "tune into Letterman tonight to see the PianoGuys and hear about their new video filmed in Bryce Canyon!"
    • "Some GREAT travel blog entries today! This one is a classic. #BespokeTraveler #BryceCanyon http://fb.me/20aPV4BKZ "
    • "Totally! Great photo advice for visiting BCNP. And more stunning pictures from a recent guest. #BryceCanyonPhotos http://fb.me/1D2peO8CJ "
    • "As this San Diego travel writer notes--#BryceCanyon National Park IS in a league of it's own!..."
    • "Travels With Carole: Where to Stay & Eat & Things to Do: Bryce Canyon National Park, Utah http://fb.me/2dmSZE3go "
    Quotes
    • "The historic Lodge at Bryce Canyon is the only lodging inside Bryce Canyon National Park."
    • "The Lodge at Bryce Canyon offers 114 hotel rooms and historic cabins just steps away from the breathtaking views of the astonishing rock formations in this unique National Park. "
    • "Fine dining, a pizzeria and coffee shop and general store for campers are part of the services managed by ForeverResorts, LLC. "
    Quotes
    • "Situated on a knoll at the entrance to Zion Canyon, less than three miles from the south entrance to the park, with outstanding amenities, the Majestic View Lodge is truly the place to stay when visiting Zion National Park."
    • "Not only do we have Zion National Park, there are many other nearby attractions to enjoy and explore. Let us help you plan your visit starting at the Majestic View Lodge."
    • "So what could compliment such outstanding views? What about Breakfast, Lunch or Dinner where you can enjoy these views through large picture windows in Arkansas Al’s Steakhouse at Majestic View Lodge"
    Quotes
    • "DESTINATIONS AND ACTIVITIES"
    • "SPRINGDALE, UTAH: Our lodge is located in Springdale, which is the gateway community at the main entrance to Zion National Park."
    • "ZION NATIONAL PARK: We are located just three miles from Zion Park’s main entrance. "
    • "PHOTOGRAPHY: Zion National Park offers the photographer many opportunities to explore color, texture, and light. "
    • "HIKING: Zion National Park offers many trails ranging from short “leg-stretcher” walks to strenuous adventures. "
    Quotes
    • "Come on in and see what all we have in store. The gift shop is open 10 AM - 8 PM daily."
    • "Majestic View Lodge shared a video: May 31, 2017 · Come visit Springdale, UT!"
    • "Have you heard of the Every Kid in a Park initiative? There are some pretty crucial steps that need to be done before you go to the park. Visit www.everykidinapark.gov to find out how to get your fourth grader a pass. "
    • "Look at all the amazing artists that are going to be in the area. It is truly wonderful to see all the artists out painting. (Zion National Park Plein Air Art Invitational) "
    • "Look to see more of Zion National Park? Looking to go on adventure? Zion Outback Safari and Jeep Tours has what you are looking for! "
    Quotes
    • "What is the longest amount of time you have stayed at Majestic View Lodge?"
    • "Fun Fact: The Peregrine Falcon is the fastest animal in the world! Are you quick enough to spot one?"
    • "“The earth has music for those who listen.” ― George Santayana"
    • "Have you seen Zion National Park in January? Make a trip to the Majestic View Lodge - you won't regret it!"
    • "What's the craziest creature you've ever stumbled upon in Zion National Park? (Image: Flickr/Jirka Matousek)"
    • "Happy Holidays from Majestic View Lodge!"
    Quotes
    • "GOULDING'S RESORT & TOURS MONUMENT VALLEY'S PREMIER DESTINATION RESORT"
    • "VISITING GOULDING'S RESORT & TOURS? Download a copy of our brochure to learn more about the amazing amenities and accommodations that Goulding's has to offer!"
    • "GET TO KNOW GOULDING'S Goulding’s Lodge has been synonymous with Monument Valley for nearly a century. "
    • "HOLLYWOOD LOVES MONUMENT VALLEY From classic Westerns to modern favorites, Monument Valley has set the scenic stage for countless movies. "
    Quotes
    • "Goulding’s IS Monument Valley, with so many attractions located right on the expansive property. "
    • "Explore the sandstone structures along exclusive hiking trails, just steps from your villa, room or campsite. Glimpse into the past at the Goulding’s Trading Post Museum, where you can learn about the rich Navajo culture and how Western films got their start here."
    • "Speaking of Westerns, catch your favorite John Wayne movie in the Earth Spirit Theater. Then get to know the local culture through Navajo demonstrations at the Hogan. "
    • "HIKING TRAILS Goulding’s Lodge is centrally located right in the heart of Monument Valley. ...Just steps from your room you’ll find exclusive hiking trails to explore that offer unique vantage points of the Valley."
    • "NAVAJO CULTURE Goulding’s was built with help from the local Navajo people and their handmade goods. Today, we honor their heritage and beautiful culture by showcasing their talents in the Hogan located on the property."
    Quotes
    • "Check out MacNeal Crank amazing photo, the heart of Monument Valley landscape offers so much. #love #travel #amazing"
    • "#loveintheair 💕📸 Share your photo of "Love in the Air"! 💕 #travel #gouldingsmv #monumentvalley"
    • "One of the most photographed landmarks in the United States! It’s no wonder Hollywood and photographer chose Monument Valley as a backdrop for adventurous story. "
    • "Congratulations to our 2019 Scholarship Winners!🎓 Learn more at our website: https://gouldings.com/…/monument-valley-students-continue-…/"
    • "Check out the 2 Day Sale At Goulding's Grocery This Weekend!! http://bit.ly/2G4ys8t"
    • "Photographers paradise 📸💕 Thank you Ari for sharing to the world. #travel #love #gouldingsmv"
    Quotes
    • "Spend your summer in Monument Valley! 🏜 Get a Villa w/ 2 Deluxe Tour tix & 2 Sunrise Breakfasts now through Sept 30th all for one low price!"
    • "Come celebrate Mother's Day with us! ❤️ We'll have a special Mother's Day Menu of roasted chicken on herb stuffing, plus sides, & one trip to soup & salad bar🍗🤤"
    • "Life is good @gouldingsmv 💖Love of @NatGeoPhotos 📸 Goulding's Rv/Camp @CampingWorld that will not disappoint. Book Direct and Save http://www.gouldings.com "
    • "Check out all of the great savings at Goulding's Grocery Store this week! http://bit.ly/2IFbaco "
    Quotes
    • "John Ford and John Wayne Having Lunch 7,145 views"
    • "Goulding's Lodge Gift Shop 8K views"
    • "Introduction to Gouldings Lodge in Monument Valley 75,380 views"